Figure AI’s Humanoid Robots at BMW: Real Progress or Overhyped Promise?

In January 2024, Figure AI, a Californië-based robotics startup, announced a commercial partnership with BMW Manufacturing to deploy its humanoid robots at the automaker’s Spartanburg, Zuid-Carolina plant. The deal was hailed as a landmark for humanoid robotics, with Figure’s founder and CEO Brett Adcock touting a “fleet” of robots performing “end-to-end operations.” But a closer look at the deployment reveals a more modest reality, raising questions about the gap between Adcock’s bold claims and the actual scope of the project, according to a Fortune investigation. This article examines the technical capabilities of Figure’s Figure 02 robot, the partnership’s progress, industry context, and what it means for the future of robotics in automotive manufacturing.

A Milestone Partnership with Measured Steps

The agreement between Figure AI and BMW, announced on January 18, 2024, outlined a “milestone-based” approach to integrating humanoid robots into automotive production. According to the original press release, Figure’s robots were intended to automate “difficult, unsafe, or tedious tasks,” allowing human workers to focus on higher-skill roles. The Spartanburg facility, BMW’s largest U.S. plant with 11,000 employees, was chosen as the testing ground.

However, the deployment has been limited. As of March 2025, only a single Figure 02 robot was operating at the plant, performing a repetitive task in the body shop during production hours, per BMW spokesperson Steve Wilson. The robot retrieves metal sheet parts from a logistics container and places them onto a fixture for welding by other automated systems. Wilson described the task: “The robot picks up parts with two hands from a logistics container and places the parts onto a fixture inside a contained work cell where another type of robot begins welding the parts together.” This is a far cry from the comprehensive “end-to-end operations” Adcock claimed in February 2025.

Figure 02: Technical Capabilities Under Scrutiny

The Figure 02 robot, unveiled in August 2024, represents a leap from its predecessor, Figure 01. Standing approximately 5 feet 6 inches (1.7 meters) tall and weighing 154 pounds (70 kilograms), it boasts six cameras for AI-enabled vision, onboard processing, and hands with 16 degrees of freedom for dexterity comparable to humans. Figure claims the robot can autonomously handle complex tasks, such as precise part placement within tolerances tighter than 0.4 inches (1 centimeter).

Yet, the robot’s current role at BMW suggests limited autonomy. Wilson’s description indicates the task is highly structured, raising questions about how independently the robot operates. The gap between Figure’s marketed capabilities and its real-world application underscores the challenges of scaling humanoid robotics for dynamic factory environments.

Industry Context: Hype vs. Reality in Humanoid Robotics

The humanoid robotics sector is experiencing a surge of interest, driven by advancements in AI and labor shortages in manufacturing. Figure AI has raised over $700 million since 2022, with backers including Microsoft, Nvidia, Intel Capital, and Jeff Bezos’ investment firm. Reuters reported in February 2025 that Figure was seeking an additional $1.5 billion, potentially valuing the company at $40 billion. Competitors like Agility Robotics, Apptronik, and 1X are also securing significant funding, while Tesla‘s Optimus robot adds to the competitive pressure.

Investment firm ARK Invest estimated last fall that the humanoid robotics market could reach trillions of dollars. Yet, the technology remains nascent. Developing robots that can reliably perform varied tasks in unpredictable settings is a formidable engineering challenge, as Figure’s BMW partnership illustrates.

Regulatory and Market Implications

Deploying humanoid robots in automotive plants raises regulatory considerations, particularly around workplace safety and labor displacement. The Occupational Safety and Health Administration (OSHA) sets standards for robotic systems, requiring risk assessments to ensure human-robot collaboration is safe. BMW’s Wilson emphasized that safety is under constant assessment, stating, “The safety of humanoid robots in automotive production is under constant assessment.”

Market implications are equally complex. The U.S. manufacturing sector faces a projected shortage of 3.8 million workers by 2034, per industry reports. Humanoid robots could address this gap, but they also risk displacing low-skill jobs. The United Auto Workers’ 2023 agreements with automakers, which secured higher wages, highlight rising labor costs—potentially accelerating automation adoption.

EVXL’s Take: A Step Forward, But Not a Leap

For EVXL’s audience of electric vehicle owners and enthusiasts, Figure AI’s partnership with BMW is intriguing but overhyped. The Figure 02 robot’s role in Spartanburg aligns with BMW’s iFACTORY vision for digitalized, sustainable manufacturing, which supports electric vehicle production like the BMW iX. However, the single robot’s limited task—moving parts in a controlled setting—hardly revolutionizes assembly lines. Adcock’s claims of a “fleet” performing “end-to-end operations” appear inflated, undermining trust in Figure’s narrative.

Still, the deployment marks progress. Humanoid robots could eventually streamline EV production, reducing costs and improving efficiency as battery and component assembly scales. But the technology’s immaturity and constrained role suggest widespread adoption is years away. BMW’s cautious, phased approach is prudent, balancing innovation with operational stability. For now, Figure’s work is a proof-of-concept, not a game-changer for EV manufacturing.

Vooruitblik

BMW plans to share more details at a May 2025 press event, which could clarify the partnership’s scope. Whether Figure AI can scale its robots to deliver on Adcock’s vision—millions of humanoids transforming labor—remains uncertain. The disconnect between bold marketing and modest reality underscores a broader challenge for the robotics industry: building trust through transparency and measurable results.

Photos courtesy of Figure.